FIELD MARKETING TOP 25 1998: Sponsor’s statement - An integrated solution

At CPM we strongly believe that there is no real replacement for face to face contact - it really is the ultimate in direct marketing.

At CPM we strongly believe that there is no real replacement for

face to face contact - it really is the ultimate in direct


Across business sectors, companies are turning to field marketing to

provide crucial elements in their sales and marketing campaigns.

Many of our clients already fully integrate field activity into their

consumer and trade facing programmes: field marketing supports above the

line campaigns and then, in turn, is maximised by direct and


But while clients see the benefits, often their agencies do not.

Recent research from Reuters Business Insight has reported that fast

moving consumer goods companies currently spend almost 42% of their

marketing budgets below the line, a figure they expect to increase over

the next five years. In this climate, both above and below the line

agencies need to produce total integrated solutions to ensure their own,

as well as their clients’, success. And in every strategy there should

be a place for field marketing’s creative, pragmatic and practical


The name of the game is matching spend and focus to the opportunity:

Whichever way we look at marketing today, the only really viable,

meaningful, cost-effective solution is to integrate all aspects of

marketing activity.

By including field marketing in the mix, businesses can really see

payback now and conserved for the future. Can you really afford to

ignore it?


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